EMA have released a report from a study they conducted last year showing how a simple “benefit-denial” technology could earn game publishers up to $6 billion. The study was conducted as a response from companies who felt that they were loosing huge amounts of cash on games, DVD’s and Blu-ray Discs because of shoplifting. A full report can be found in Video Business. EMA debunked the myth that suggested that the technology was because of Piracy. On the contrary, EMA’s study shows that shoplifting is the main source of revenue losses. By eliminating shoplifting, the cost of games would be cheaper for the consumer. EMA president stated that the technology would, “eliminate barriers erected to deter shoplifting, consumers will have easier access to the products, additional retail channels will carry these products, and costs will be eliminated from the supply chain.” Like many other gift cards, the actual store merchant, would have to activate the card for the customer before they could use the product. The process would involve scanning movies and games at the checkout. Though the system sounds like a good way forward for both the industry and the consumer, it leaves many unanswered questions about how activation would be handled via the internet. This aside, retailers, as well as the game industry, see great potential, even if shoplifting in their stores was reduced by a fraction.